Marketing During a Pandemic
As marketers, we’ve been monitoring brands' marketing & communication strategy during the outbreak of COVID-19. Even today, many months into shelter-at-home & quarantine orders, customers are receiving marketing messages that feel off the mark when taking into account our new “normal'“. As a brand, it’s never been more important to adjust your strategy to meet these challenging times. If you're a brand trying to stay top of mind during the corona virus, here are four rules to live by:
Be human. Acknowledge your customers are experiencing difficult times, just like you are. Try to find the organic intersection of your product & current lifestyles -- don't force marketing messages. Talk to your customers like a person would & adjust your brand's voice/tone accordingly. The more human your brand sounds, the more likely customers are to engage.
Make them feel safe. Let your customers know what you're doing to keep them safe from harm. This is specially important if you're a high-touch business: restaurants, healthcare providers, groceries, shipping services, etc. If possible, offer your customers no-touch options & show them their safety is top of mind for your brand.
Provide relief. As we spend more time at home than ever, people are looking for escapes & ways to release tension. Can your brand provide some relief during this time in the form of entertainment, free courses & activities? If so, offering relief/distractions to your customers during this time will go a long way & will be remembered when the dust settles. Take this time to grow brand loyalty & affinity by making your brand's interruption a welcomed distraction.
Be flexible. Take a look at your marketing plans & be ready to completely rework them. Work ahead & anticipate the upswing we will experience when things return to the new normal. Prepare for what the new normal might look like for your brand & your customers & have contingency plans to address these scenarios. A nimble marketer is an effective marketer in the time of crisis.
Don't be afraid to adjust your marketing & communication plans to react with empathy -- your customers & future customers will really appreciate it! If you're having a hard time adjusting your marketing & communication strategy during the outbreak, we’re here for you. Please contact us to get a free consultation today.
Together, we can conquer anything!
